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Long Live Paxton Euripides!

“Paxton Euripides” – that was almost the name given to my best friend growing up as a kid. Perhaps his namesake was a short-lived notion influenced at Woodstock – nonetheless, for whatever reason he ended up Jason Dean instead. I still bust him up with the Paxton thing though, I can’t help it.

So on a rainy June, after spending a time-sap afternoon on Facebook feeling nostalgic for my youth (I’m going through my mid-life crisis) I decided to look up my friend “Paxton” on Google. Nothing.

Such a crazy name – surely someone, somewhere in the world has it. So I tried some different spellings, singular/plural tense, boolean, I even got fancy and used some cool special characters in a modified search string. All to no avail.

Paxton Euripides cannot be found

For several months I have been having a similar experience with a client of mine, who is vexed on searching for a keyword and keyphrase that simply do not exist (in the context of his business anyway).

No matter – he continues to search for them and reminds me that he is not ranking for these terms like he thinks he should. He has tried different spellings, singular/plural, and I’ll bet a double-bacon-burger that he has even fashioned some custom search strings in his quest. Still – no luck (and my phone rings).

Just as I wanted to find Paxton Euripides online and found it unreasonable that it (he) didn’t exist, so too do many businesses want to be discovered for words that simply do not exist (relate to their business).

There’s something said about the value of finding a unique keyword/phrase or long-tail search term – but in the end, if nobody is looking for it – what’s the point?

A best strategy for a business, is to do some due-diligence in identifying the keywords people are using to find businesses like theirs. They can also look into their analytic to see exactly what words people are using to find their website pages.

Combined – this is the basis of a keyword strategy

Your entire internet marketing activities revolves around these keywords. Promote them by integrating them in the text (navigation, META, and body-text) of your website, within your image file names, anchor text, titles and tags of blog posts, within social media posts, and as #hashtags. Don’t forget to combine your local identifier (city, state, etc.) if you market locally. Stay consistent in using the keywords from your list.

If you’re on target – your digital assets will populate for these keywords in search within a few months.

As for Paxton – test my theory by looking him up in a few months and comment below when you find him. Long live Paxton Euripides!